Streaming Devices Poised To Dominate Viewing Preferences As Seven In 10 TV Viewers Stream Programming

 

 

 

 

 

” While the television continues to provide the best quality picture and viewing experience, the way content is being discovered and consumed is changing dramatically, especially for millennials. According to the preliminary results of the second NATPE||Content First and the Consumer Electronics Association (CEA)® joint research study on consumers’ attitudes toward television viewing, just 55 percent of millennials use TVs as their primary viewing platform, while streaming devices – laptops, tablets, and smartphones – are poised to dominate their viewing preferences.

  CEA and NATPE commissioned the study, conducted by E-Poll Market Research, to evaluate the TV content distribution landscape, explore the dynamics at play against the background of exploding consumer choices and determine how consumers find TV content and view it across different platforms. The initial findings were released today during a panel session held at the 2015 International CES®. Owned and produced by the Consumer Electronics Association (CEA)®, the 2015 CES, the world’s gathering place for all who thrive on the business of consumer technologies, runs January 6-9, in Las Vegas, Nevada.”

 

 

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” Among the study’s findings:

  • Millennials flock to streaming. The millennial demographic group – age 13 to 34 – is comfortable using many different sources of TV program content and consequently are significantly more likely to consume full-length TV programs from a streaming source (84 percent streamed in the past six months) than live TV programming at its original air time (54 percent), or recorded content from a DVR (33 percent).
  • Millennials value their Netflix subscriptions more than broadcast or cable. Millennials value their ability to stream content above cable or broadcast channels. The ability to choose what they want to watch when they want to watch it is of high value to all three generational groupings, but particularly among millennials. In the study, 51 percent consider subscription to Netflix “very valuable,” compared to 42 percent for broadcast channels, and 36 percent for cable subscriptions.
  • Gen Xers love video on demand and DVRs. Gen Xers tend to be the heaviest users of their cable/satellite/telco time shifting offerings including video on demand (VOD) and DVR. Among those in this age group who have access to VOD, 76 percent use their VOD service once a week or more often, similar to SVOD usage. The study found DVRs are primarily used to avoid commercials, while VOD is for convenience.”

 

    Given the average customer satisfaction rating of the cable networks , the growing popularity of streaming video is hardly a surprise .

 

 

 

 

 

 

 

 

 

 

 

 

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